MicroStrategy Transforms into Strategy to Reinforce Leadership in Bitcoin and AI

• Strategy highlights focus on Bitcoin and artificial intelligence
• Strategy’s rebranding reinforces leadership in crypto assets
• New visual identity connects the company to the Bitcoin ecosystem

MicroStrategy, a global leader in business intelligence solutions and one of the largest corporate holders of Bitcoin, has officially announced its name change to Strategy™, marking a new phase in its trajectory. The rebranding is not only an aesthetic change, but a strategic decision that aims to consolidate the company's image as the largest Bitcoin Treasury Company in the world and reinforce its presence in the publicly traded business intelligence market.

MicroStrategy is now Strategy. https://t.co/p6UvQgOvnz

- Michael Saylor⚡️ (@saylor) February 5, 2025

The company's new logo features a stylized 'B', directly inspired by the Bitcoin symbol, visually highlighting the cryptocurrency's central role in its corporate strategy. In addition, the color orange was chosen as the main color in the visual identity, representing energy, intelligence and the strong connection with the Bitcoin ecosystem. This element not only modernizes the brand, but also aligns it with the values ​​of innovation and dynamism that the company seeks to convey to the global market.

Michael Saylor, founder and CEO of Strategy, highlighted the essence of the new brand by stating: “Strategy is one of the most powerful and positive words in the human language. It represents the simplification of the company’s name to its most strategic core. After 35 years, our new brand perfectly represents our pursuit of perfection.” The name change reflects the company’s ambition to position itself as a reference not only in the business intelligence market, but also as a dominant force in the cryptocurrency space.

The repositioning also highlights the company’s focus on two of the most transformative technologies of the 21st century: Bitcoin and artificial intelligence. Phong Le, Strategy’s Chairman and CEO, reinforced this commitment by stating that “Strategy is innovating on two of the most impactful technologies of the 21st century — Bitcoin and AI. Our new name powerfully and simply conveys the company’s global appeal and the value we deliver to our shareholders, customers, partners and employees.”

As part of this repositioning, Strategy has launched two new websites: strategysoftware.com, which focuses on its software solutions focused on artificial intelligence, and store.strategy.com, dedicated to the marketing of the brand's products. The creation of these channels reflects a clear strategy of business diversification, facilitating access to the company's products and services, both for corporate clients and for the public interested in crypto assets and technology.

The rebranding comes at a strategic time for the company, in line with the release of its financial results, reinforcing its commitment to strategic Bitcoin accumulation and sustainable growth in a market increasingly driven by emerging technologies. The rebranding not only modernizes the company’s image, but also solidifies its position as a leader in the cryptoassets and business intelligence sector.

At the time of publication, the price of Bitcoin was quoted at US$98.078,87 with a drop of 2.2% in the last 24 hours.

Additionally, Strategy’s new positioning reflects a more integrated approach between its technology operations and its Bitcoin-based treasury strategy. The company continues to actively invest in cryptocurrency, using operating revenues and fundraising to expand its reserves, demonstrating its confidence in Bitcoin’s role as a long-term store of value asset. This move reinforces Strategy’s perception as a visionary organization, prepared to address the challenges and opportunities of the digital future.